Comments on: Good Clients (Like this One) Understand a Good Writer’s Value (and Will Pay…) http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6 Income-boosting resources for commercial writers Wed, 08 Feb 2012 03:48:35 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Ken Norkin http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-2022 Ken Norkin Thu, 24 Dec 2009 17:21:37 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-2022 Since you've allowed us to open up our brag books -- This actual testimonial quote from a marketing exec who has now been my client at three different companies reflects the type of praise clients have given me over the years: “Before working with Ken starting eight years ago, I would spend hours coaching freelance copywriters about our products and then have to rewrite their work anyway. But Ken is a high-tech marketing master. He quickly grasps a project's core concepts and then develops tightly-written, compelling copy that's mostly done on the first draft.” So what do I think a good FLCW brings to the right client and what skills are most crucial? The ability to: * Listen to what the client says about their business, especially how they solve their customers' problems. * Learn not just from the client but on your own as well. (To fill in gaps when clients invariably provide insufficient information) * Understand what you've learned, so that you can * Apply that insight to other assignments for this client and others. This is probably the most important skill. The ability to generalize from one client's situation to another. Since you’ve allowed us to open up our brag books — This actual testimonial quote from a marketing exec who has now been my client at three different companies reflects the type of praise clients have given me over the years: “Before working with Ken starting eight years ago, I would spend hours coaching freelance copywriters about our products and then have to rewrite their work anyway. But Ken is a high-tech marketing master. He quickly grasps a project’s core concepts and then develops tightly-written, compelling copy that’s mostly done on the first draft.”

So what do I think a good FLCW brings to the right client and what skills are most crucial? The ability to:

* Listen to what the client says about their business, especially how they solve their customers’ problems.
* Learn not just from the client but on your own as well. (To fill in gaps when clients invariably provide insufficient information)
* Understand what you’ve learned, so that you can
* Apply that insight to other assignments for this client and others. This is probably the most important skill. The ability to generalize from one client’s situation to another.

]]> By: 5 and 6 Articles About Freelance Writing 2 – Resource Roundup Tuesday http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-2021 5 and 6 Articles About Freelance Writing 2 – Resource Roundup Tuesday Tue, 22 Dec 2009 18:16:40 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-2021 [...] Good Clients (Like This One) Understand a Good Writer’s Value (and Will Pay…) - there are actually two significant messages in this one; one about marketing and one about the great clients that are out there. [...] [...] Good Clients (Like This One) Understand a Good Writer’s Value (and Will Pay…) – there are actually two significant messages in this one; one about marketing and one about the great clients that are out there. [...]

]]> By: Jenn Mattern http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-1993 Jenn Mattern Thu, 17 Dec 2009 16:38:47 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-1993 Exactly. White papers, e-books, any kind of report or information product can work. Even free advice and tutorials on a blog can have a similar effect. It's definitely not a new concept. Free trials of online services, free trial versions of software, free samples of products -- it's the basic "try before you buy" idea. People will always love getting something for nothing and feeling like they can save money. Exactly. White papers, e-books, any kind of report or information product can work. Even free advice and tutorials on a blog can have a similar effect. It’s definitely not a new concept. Free trials of online services, free trial versions of software, free samples of products — it’s the basic “try before you buy” idea. People will always love getting something for nothing and feeling like they can save money.

]]> By: Peter Bowerman http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-1992 Peter Bowerman Thu, 17 Dec 2009 16:31:50 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-1992 It's basically the "free report" strategy. Offer a free report on how to do something yourself, and while some may do just that, plenty of others will say, "Hey, obviously, this person is an expert on the subject, so we'll hire them to do it." Same as Michael Stelzner did years back when he created an 8-page white paper on how to write a white paper, had 60K people (yes, 60K) download it over 3-4 years, and ended up with more WP business than he could handle... PB It’s basically the “free report” strategy. Offer a free report on how to do something yourself, and while some may do just that, plenty of others will say, “Hey, obviously, this person is an expert on the subject, so we’ll hire them to do it.” Same as Michael Stelzner did years back when he created an 8-page white paper on how to write a white paper, had 60K people (yes, 60K) download it over 3-4 years, and ended up with more WP business than he could handle…

PB

]]> By: Jenn Mattern http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-1990 Jenn Mattern Thu, 17 Dec 2009 16:18:24 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-1990 Interestingly, a few of my clients were the ones who gave me the idea years ago. I was still running my PR firm at the time, so the writing I did was predominantly press releases, media kits, pitch letters, etc. Press releases were by far the most popular service, and clients kept asking if I had published information where they could learn more about them. So I wrote a short e-book (took me a whopping one day to put it together). I started selling it. That's also when I started branching into other income streams, and that's proven to be a good strategy as well. When I released an update, I decided to give the new version away for free. More people got their hands on it. I landed probably at least a half dozen middlemen clients because of that short e-book, on top of plenty of one-offs. SEO firms, Internet marketing firms, and designers all wanted to offer the service to their existing customers. They tried their hand at it and realized they needed help. So they hire me, mark up my services when billing their clients, and everyone's happy. I adore middlemen clients. Interestingly, a few of my clients were the ones who gave me the idea years ago. I was still running my PR firm at the time, so the writing I did was predominantly press releases, media kits, pitch letters, etc. Press releases were by far the most popular service, and clients kept asking if I had published information where they could learn more about them.

So I wrote a short e-book (took me a whopping one day to put it together). I started selling it. That’s also when I started branching into other income streams, and that’s proven to be a good strategy as well. When I released an update, I decided to give the new version away for free. More people got their hands on it. I landed probably at least a half dozen middlemen clients because of that short e-book, on top of plenty of one-offs. SEO firms, Internet marketing firms, and designers all wanted to offer the service to their existing customers. They tried their hand at it and realized they needed help. So they hire me, mark up my services when billing their clients, and everyone’s happy. I adore middlemen clients.

]]> By: Peter Bowerman http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-1989 Peter Bowerman Thu, 17 Dec 2009 16:11:59 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-1989 Boy, do I love this discussion... ;) Thanks to all for your contributions. To echo Roxane's comment, graphic designers ARE absolutely our friends. As most of you know, collaborating with GD's has been a cornerstone of my business model since the beginning, and they have put hundreds of thousands of dollars worth of work in my pockets over the years. And while some writers imagine, hey, I'll learn design, too, and do both, I would NOT recommend it. It'll take you forever to get anywhere as good as a GD (who's been at for 10-20+ years) is. Most importantly, by trying to do it all yourself, you have to be the one finding all your own work. By partnering, as GD's find work for themselves, they find work for you (and vice versa, of course). Love the rescue operations - always entertaining to see a client eat a bit of crow. No gloating, mind you, just a touch of smugness.. ;) And Jenn, I LOVE your strategy of helping clients do their own writing so they'll see what's involved. How smart is that? Nothing like seeing, up close and personal, how hard something is, to give you a new-found appreciation for the skills a good writer brings, and have you resolve never to try it again... PB Boy, do I love this discussion… ;) Thanks to all for your contributions. To echo Roxane’s comment, graphic designers ARE absolutely our friends. As most of you know, collaborating with GD’s has been a cornerstone of my business model since the beginning, and they have put hundreds of thousands of dollars worth of work in my pockets over the years. And while some writers imagine, hey, I’ll learn design, too, and do both, I would NOT recommend it. It’ll take you forever to get anywhere as good as a GD (who’s been at for 10-20+ years) is. Most importantly, by trying to do it all yourself, you have to be the one finding all your own work. By partnering, as GD’s find work for themselves, they find work for you (and vice versa, of course).

Love the rescue operations – always entertaining to see a client eat a bit of crow. No gloating, mind you, just a touch of smugness.. ;) And Jenn, I LOVE your strategy of helping clients do their own writing so they’ll see what’s involved. How smart is that? Nothing like seeing, up close and personal, how hard something is, to give you a new-found appreciation for the skills a good writer brings, and have you resolve never to try it again…

PB

]]> By: Jenn Mattern http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-1988 Jenn Mattern Thu, 17 Dec 2009 15:56:25 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-1988 "There will always be people who think writing is something anyone can do, and they’re not worth wasting your time on. But there are plenty of folks out there who, a) understand the value of a good writer, b) know they’re not one, and 3) realize good talent doesn’t come cheap." Amen to that! One of the things I do is actually give potential clients resources to help them do their own writing. Why? Because the vast majority of the time, it shows them how complicated good commercial writing really is. Once they get into the project they've satisfied their DIY urge, realized they don't know as much as they thought they did, and they're primed and ready to work with a pro. It's actually been one of my favorite marketing techniques, and it hasn't failed me yet. "I hear that kind of thing from clients who ended up hiring me to correct the “work” they received from that $10-an-article guy. They could’ve hired me the first time and kept the extra lunch money." There's definitely something satisfying about those situations. I especially love it when they scoff at my rates (doesn't happen as much as it did in the earlier days), I tell them they're welcome to look elsewhere and wish them luck, and then they come back down the road with their tail between their legs. On one level I feel bad about them having to learn the hard way, but on the other hand it kicks off our working relationship with an immediate appreciation, and that's nice to have. “There will always be people who think writing is something anyone can do, and they’re not worth wasting your time on. But there are plenty of folks out there who, a) understand the value of a good writer, b) know they’re not one, and 3) realize good talent doesn’t come cheap.”

Amen to that! One of the things I do is actually give potential clients resources to help them do their own writing. Why? Because the vast majority of the time, it shows them how complicated good commercial writing really is. Once they get into the project they’ve satisfied their DIY urge, realized they don’t know as much as they thought they did, and they’re primed and ready to work with a pro. It’s actually been one of my favorite marketing techniques, and it hasn’t failed me yet.

“I hear that kind of thing from clients who ended up hiring me to correct the “work” they received from that $10-an-article guy. They could’ve hired me the first time and kept the extra lunch money.”

There’s definitely something satisfying about those situations. I especially love it when they scoff at my rates (doesn’t happen as much as it did in the earlier days), I tell them they’re welcome to look elsewhere and wish them luck, and then they come back down the road with their tail between their legs. On one level I feel bad about them having to learn the hard way, but on the other hand it kicks off our working relationship with an immediate appreciation, and that’s nice to have.

]]> By: William Reynolds http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-1981 William Reynolds Thu, 17 Dec 2009 00:47:37 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-1981 I hear that kind of thing from clients who ended up hiring me to correct the "work" they received from that $10-an-article guy. They could've hired me the first time and kept the extra lunch money. I've gotten results by impressing on clients how much money they're SAVING by hiring me instead of blowing their own billable time. In addition to their ability to use that time for productivity and profitability while the writing gets done, the fact that I can do in 2 hours what might well take them 20, while guaranteeing a professional product in the bargain, makes me a "killer app" for any business. Even at a healthy rate, I'm the LEAST expensive option. I hear that kind of thing from clients who ended up hiring me to correct the “work” they received from that $10-an-article guy. They could’ve hired me the first time and kept the extra lunch money.

I’ve gotten results by impressing on clients how much money they’re SAVING by hiring me instead of blowing their own billable time. In addition to their ability to use that time for productivity and profitability while the writing gets done, the fact that I can do in 2 hours what might well take them 20, while guaranteeing a professional product in the bargain, makes me a “killer app” for any business. Even at a healthy rate, I’m the LEAST expensive option.

]]> By: Star http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-1966 Star Tue, 15 Dec 2009 17:19:11 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-1966 I tell them doing your own writing is like taking out your own appendix. I am not sure, actually, if that is too good an approach--because of the ooo's and icks.... I think if one gets repeat business, they saw the value, even if they don't tell you. I tell them doing your own writing is like taking out your own appendix. I am not sure, actually, if that is too good an approach–because of the ooo’s and icks…. I think if one gets repeat business, they saw the value, even if they don’t tell you.

]]> By: Roxane B. Salonen http://www.wellfedwriter.com/blog/good-clients-like-this-one-understand-a-good-writer%e2%80%99s-value-and-will-pay%e2%80%a6/comment-page-1#comment-1965 Roxane B. Salonen Tue, 15 Dec 2009 15:17:18 +0000 http://www.wellfedwriter.com/blog/?p=143#comment-1965 Johanna, graphic designers are definitely our friends. And at least the ones I have talked to are not afraid to say, "I am not a writer!" Similarly, most of us would not agree to do our own professional quality design work. There's room for all of us, and we each bring our unique skills to the table. Johanna, graphic designers are definitely our friends. And at least the ones I have talked to are not afraid to say, “I am not a writer!” Similarly, most of us would not agree to do our own professional quality design work. There’s room for all of us, and we each bring our unique skills to the table.

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